New Holland’s new boss

By: Andrew Hobbs

Presented by

Iveco’s Australian MD Bruce Healy to lead New Holland into 2020

New Holland’s new boss
Incoming New Holland Agriculture brand leader Bruce Healy.


Former Case IH brand leader and current Iveco Australia/NZ MD Bruce Healy has been brought in to give New Holland’s local operations a fresh focus.

Healy has been appointed brand leader for New Holland Agriculture in Australia and New Zealand, taking over management of the brand locally on February 1.

In turn, Healy will be replaced at Iveco by Michael May, who joins the company after a 20-year career with Daimler Truck and Bus Australia Pacific.

Check out what our trucking-focused stablemate ATN had to say about May's appointment here

Case IH, New Holland and Iveco are all owned by the same company, CNH Industrial, where Healy has worked for more than 20 years, seven of which were as brand leader for Case IH before his Iveco appointment two years ago.

CNH Industrial Managing Director – Agriculture for Australia and New Zealand, Brandon Stannett, said Healy understood what was needed to take New Holland forward.

"The time is right to refocus and re-invigorate New Holland’s approach to products, services and support," he says.

"I know everyone within New Holland and across the dealer network will be right behind Bruce in helping him drive the brand forward, and building on its strength, profitability and market leadership."

Healy says he is looking forward to getting to know staff, dealers and customers as a matter of priority.

"New Holland is already well-positioned within the market but there’s always scope to improve on that and set a standard for others to follow," he says.  

"There’s no doubt current conditions in many parts of the nation are having an enormous impact on the industry, but with challenges there’s also opportunity and that’s where we’ll be focusing our efforts in the months ahead."

Healey fills a vacancy left by Mark Massingham, who started work as general manager of Central New South Wales-based machinery sales group Agricultural Equipment Holdings in September last year.

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